To talk about fashion today is to examine the transformations of a concept as old as humankind: fashion is the way individuals express their personality and creativity through clothing and style, in all the social connotations this phenomenon has taken on over the centuries.
In recent times, thanks to industrial automation, fashion has become a business, first local and then global; an industry where trades have become professions and where technology has inevitably taken on increasing relevance, moving from bespoke tailoring to Ready-To-Wear, from glossy advertisements in magazines browsed at the hairdresser's to social media, from inner-city boutiques to e-commerce platforms.
In recent times, then, we are also witnessing a formidable expansion of technology into territories until yesterday the exclusive domain of human judgment and critical sense, in the creativity and choices that influence the behavior of customers and companies: the metaverse and artificial intelligence are generating new scenarios of confrontation and competition between man and machine, between culture and information. This transformation is thus posing many pressing questions about what the future of an industrially advanced but highly human- and sensory-valued field might be, in an obstacle course that has already radically changed the rules of many other artistic and creative fields, such as music, film, and graphic arts.
This workshop aims to describe and analyze the processes and professionals involved in the making and distribution of fashion in light of these transformations, starting from the creation of the product, which becomes a brand, through communication and desire creation, to the realization of the final customer's dream.
The goal of the workshop is to create awareness and interest in pursuing a professional career in fashion, seeking to shed light on the challenges that new managers will face in the fascinating and ever-changing industry of fashion.
Marco Crisci, professor of fashion business, European Institute of Design